Societat Catalana de Química, 2019
International Year of the Periodic Table
Campaign, Type Design, Visual Identity
The definition of the graphic image for the “International Year of the Periodic Table Of The Chemical Elements” is in favor of celebrating the 150th anniversary of the periodic system of chemical elements discovery.
The main requirements were to design recognisable graphics to be used in different levels of visual communication; from branding to a poster design. Also, the intention was to avoid the representation of the periodic table itself as it is known.
The proposal uses the “AITP” acronym in Catalan —Any Internacional de la Taula Periòdica— as a key element of the communication, creating a unique typographic composition to suggest the visual representation of molecules, an essential element of chemistry in general.
The modular design of the letters allows to create different compositions altering the visual result. From a chromatic perspective, the intention is to avoid the tones of the table itself by introducing shades of grey, green and black. In this way, this resource generates by itself unique and recognisable visuals and sympathising with different kinds of public.